Answers and Information

For answers to Graphic Standards questions

Online: universitymarketing.ucf.edu
E-mail: graphics@mail.ucf.edu

Athletics marks
407-823-4257
ucfathletics.com

News & Information

407-823-5007
news.ucf.edu

Printing Services
407-823-2277
printing.ucf.edu

UCF merchandise, vendors and suppliers

Business Services
407-823-4506
businessservices.ucf.edu
The Graphic Standards & Brand Book
UCF Marketing
407-823-2504 ATE
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UPD 07
universitymarketing.ucf.edu 05/
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graphics@mail.ucf.edu

For answers to Brand Management questions

A-OK
UCF Marketing
407-823-2504
universitymarketing.ucf.edu
graphics@mail.ucf.edu

UCF Stands For Opportunity universitymarketing.ucf.edu

The Graphic Standards & Brand Book Easy Reference: The Quick 6

his booklet offers guidance to those producing This quick reference covers the majority of graphic standard situations.
For more detailed guidelines, see pages 8-14.
communication materials, print or electronic, for
the University of Central Florida. By providing clear
boundaries to work within, we ensure a consistent
message, graphic identity and high level of quality
that makes telling the UCF story easier. Far from
hindering creativity, The Graphic Standards & Brand
Book highlights the importance of creativity as a
 espect. Don’t write
R  he logo is flat. Don’t
T T
 he Pegasus should be
strategic communication tool. over the Pegasus or
bleed it off the page.
add computer “effects”
(distress, shadows,
separate and distinct.
Don’t make the Pegasus
glows, “embosses,” etc). part of a larger graphic
or illustration.

UCF CREED
Integrity
I will practice and defend academic and
At UCF, our goal is to do the job
personal honesty.
right, and do it better the next
time. The UCF creed enshrines Scholarship
these values in two points that I will cherish and honor learning as a
are particularly relevant to those fundamental purpose of my membership in
responsible for disseminating the UCF community.
the UCF story:
Community
I will promote an open and supportive
campus environment by respecting the
rights and contributions of every individual.
Use the Pegasus to The logo looks a The logo should be
C r e at i v i t y
identify, not as a certain way. Please black, gold or white.
I will use my talents to enrich the
pattern, in multiples or don’t flip or squish it.
human experience.
as decoration.
E xc e l l e n c e
I will strive toward the highest standards of
performance in any endeavor I undertake.
The Brand
What is Brand?
The word brand has several competing definitions.
Some simply refer to the symbols and graphics unique to a
corporation or institution, others treat the term more expansively,
as in advertising great Walter Landor’s definition, “Simply put, a
brand is a promise.” For our purposes we are using the broader
definition. Brand is everything we say and do and how we say
and do it.
Why brand UCF?
If UCF does not define itself, it will be defined by others. Taking an active
role in our own brand definition is motivated by five basic reasons:
 o be visible. UCF chooses to be more visible, not less. To be
T are not the promise.
perceived as responsible, not irresponsible. To be understood,
not misunderstood. This communication initiative requires us
to consolidate, coordinate and clarify our many messages, an
obligation we owe to all of our constituents.
 o gain greater recognition and
T
respect; to ensure we get the credit
for all of our actions and activities.
To build greater public awareness of UCF as a value-
generator. UCF helps individuals and organizations in all
stages of their development. From brainstorming and
business plans to intellectual property and licensing, UCF is
here to attract, retain and grow your next business venture.
To gain greater financial support.
 o attract new, talented students, student-
T
athletes, faculty, staff, donors and more.
2 3
Graphic Standards
Why Graphic Standards?
Graphic Standards provide details to faculty and staff
responsible for creating materials that incorporate UCF’s name
and trademarks. These standards provide guidance to members
of the university community to design consistent collateral
pieces ranging from brochures, flyers and signs to videos, Web
pages and multimedia presentations. They also assist printers,
graphic designers, sign makers, advertising agencies and others
who work with academic and administrative units.
Consistently applied and thoughtfully executed, Graphic
Standards help “brand” the university as well as its academic
and administrative units. Each flyer, video and Web site sends
a message — and each communication piece, no matter how
simple, contributes to the reputation of UCF.
Are Graphic Standards the “brand”?
No. Graphic Standards assist in forming a consistent impression
of the university, but graphics are not in and of themselves the
brand. They refer to our promise to our stakeholders, but they
Whose Responsibility are Graphic Standards?
Everyone’s. Though UCF Marketing is tasked with establishing
standards, maintaining brand consistency is the responsibility
of the entire UCF community. We all benefit from speaking in
one voice.
I understand others must comply with
Graphic Standards, but do I?
Yes.
Are there exceptions to Graphic Standards?
Almost never. On occasion, production issues, unusual formats
or very unique circumstances require a deviation from Graphic
Standards, but that is extremely rare and must be approved by
UCF Marketing.
What is UCF’s brand?
UCF has evolved into the nation’s 7th-largest university by implementing innovative
growth strategies wrapped around a simple principle: listening to and responding to
the region’s needs. The six core concepts should inform all
We are more than higher ed. We are a whole new category. We innovate. We incubate.
We develop skilled labor. We assist businesses. We improve lives. We save lives. UCF communication materials, though
UCF is in the business of creating opportunities.
More formally, our core concept can be summed up in UCF’s Brand Value Proposition:
obviously not every concept can or need
UCF is the university that seeks opportunities, creates opportunities, and brings them
to fruition. The university’s culture of opportunity is driven by the diverse people
be addressed in every piece.
it attracts, its Orlando environment, its history of entrepreneurship, and its youth,
relevance, and energy.
This proposition is anchored by 6 core concepts:

P R E PA R AT I O N PEOPLE PLACE PA R T N E R S PLAN PERSONALITY

Respond to the
preference for
practical learning, and
demonstrate that UCF
is fulfilling the single
most important value
Americans hold for
public universities—that
they prepare students
for careers.
Depict the university as a
conglomeration of
talented individuals,
rather than as a set of
buildings and degree
programs; this positions
UCF as relevant, ener­getic,
and alive compared to the
“institutional” face of older
universities.
Claim a position that Break down the Assert that UCF Claim a past and a legacy,
could only emerge from Ivory Tower divide has a plan for the countering perceptions
UCF’s distinct location in between “thinkers” future, countering of being untested and
the center of a booming and “doers” common some perceptions undeveloped. By building
metropolitan area; this at older institutions, that the University on UCF’s energy and
enables a focus on and invite business and is simply responding youth, we can evoke
opportunities linked to community partners to demographic and our open, spirited, and
Orlando’s growth and into the center of the economic forces. engaged personality.
development. “family.”

4 5
The Basics: Trademarks Formal logos
A trademark is a distinctive sign (conventionally, a name, word, phrase, logo,
symbol, design, image, or a combination of these elements) used by an University Identifier Wordmark
organization to uniquely identify itself, and to distinguish the organization
from other organizations. Major UCF trademarks include:

Our name
We are known as UCF or University of Central Florida, never just CENTRAL FLORIDA, so
when stacked, ‘University of’ should be at least 70% of the size of ‘Central Florida.’ This
also emphasizes UCF as a university, not a region. It should appear near the Pegasus.

*
WHERE DOES THE
PEGASUS COME FROM?
Monogram Unit Identifier (sample)
Unit IDs are always secondary to the University mark. Unit IDs
cannot be used together with the primary University mark.
The Pegasus is the winged
horse of Greek mythology.
It carried heroes on to great COLLEGE
adventures and earned a place OF SCIENCES
in the stars as a constellation.
The logo was officially
unveiled by President Charles Stands For Opportunity Campaign logos
Millican on April 5, 1968, from
Our logo a design by Jim Shattuck and In 2005, UCF launched its Stands For Opportunity brand campaign in order
Norman VanMeter. Over 50 to maximize UCF’s visibility and spread the UCF message. This sans serif text
Our logo is the Pegasus. It is our badge, our
proposals were considered treatment allows bolder, clearer use of the UCF monogram on promotional
emblem, it represents us in the public sphere,
during the process. The materials and advertising. It cannot be customized (for example, as a Unit ID).
internally and externally. The logo creates,
Pegasus was chosen for its
promotes and protects the integrity of the

* *
distinctiveness and symbolizes
UCF message. It should be used to identify Campaign Monogram Campaign Monogram with tag
the university’s vision of
all UCF communication materials.
limitless possibilities.

Other marks

Seal The seal is used at formal, university-wide academic functions.

Use is restricted to UCF Board of Trustees, Office of the President,
Office of the Provost, Office of the General Counsel.

*
Campaign Monogram with tag (horizontal)
*

*The seal variation without the university motto,

“Reach for the Stars,” should only be used when
the seal is being printed at a very small size,
* Select trademarks are available as downloadable files at www.umark.ucf.edu/logos

making the motto unreadable. NOTE: U

 CF owns numerous other trademarks aside from the ones listed here. For additional
information on other UCF trademarks (and other questions related to trademarks) please
contact the UCF General Counsel’s Office at (407) 823-2482 or gcounsel@mail.ucf.edu.
6 7
 UCF Trademarks CANNOT BE:

The Basics: How to use UCF Trademarks
UCF Trademark Guidelines
UCF trademark files are only available through UCF Marketing.
Who can use UCF trademarks without prior approval from UCF Marketing?
• UCF Board of Trustees, UCF colleges, departments and units, UCF faculty and staff
for official university-related business
• recreated or modified in any way
• used as elements within a design or with design treatments, such as borders or
shadow effects
• used as printed background with other elements covering it—including text
• used in conjunction with other trademarks, except for the purpose of indicating
a collaboration or sponsorship, provided that any use in conjunction with
such a collaboration or sponsorship must be approved in advance in writing by
UCF Marketing.

• UCF Student Government Association (SGA) for official university-related business Official UCF Stationary
• UCF Direct Support Organizations for official university-related business All academic and administrative units
must use the official UCF business card,
All of the above shall hereafter be referred to as “Authorized UCF Trademark Users.” All others letterhead, envelope and FAX cover sheet.
not listed in the section above must secure permission from University Marketing in writing prior
There is also an official namebadge.
to using UCF trademarks – this includes but is not limited to students and student clubs and/or
student organizations registered through the Office of Student Involvement (OSI). Stationary and business cards are handled
When using UCF Trademarks on official UCF Print Materials (including Print Ads), by Printing Services (call 407-823-2277 for
Authorized UCF Trademark Users shall use the trademarks as follows: details), while namebadges are handled by
UCF Office Plus (407-823-2780).
• On the front and/or back cover of a multipage printed piece
• On a single-page, printed piece
• In a print ad (including employment ads)
• On a memo or notepad
• When the Pegasus is the only identifier used, the words “University of Central
Florida” or “UCF” must also be present.
When producing or showing official UCF Television, Video and Multimedia,
Authorized UCF Trademark Users shall use the trademarks as follows:
• In a prominent position on the last frame
• Must remain stationary on screen for a minimum of three seconds
• No transitional or other effects applied to the trademarks other than a dissolve or
similar modest transitions.
When using UCF Trademarks on official UCF Signage, Authorized UCF Trademark
Users shall use the trademarks as follows:
• All signage, including posters, banners, table cards, table skirts and directional
signs, must include one of the following: Wordmark, Monogram, University
Unofficial UCF Unit Graphics
Identifier, Unit Identifier, or Regional Identifier. Unit graphics are NOT official UCF trademarks. UCF strongly discourages units from
develop­ing these separate identifying graphics (“logos”), outside of official unit
Use of UCF Trademarks by outside parties identifiers. Competing graphics tend to dilute the equity of a singular UCF brand in
UCF requires that its marks be used in a manner that is consistent with the goals of the public mind.
the University and the University’s legal responsibilities as a trademark owner, and These graphics CANNOT:
that UCF is properly compensated for the use of University marks in conjunction
with authorized use of the marks. All items produced using the trademarks of the • be more prominent in size or position • include the Pegasus
university and for resale are subject to the royalty payment requirements as set forth than the Pegasus, Wordmark,
• appear on signage including banners
in approved licensing agreements. Only with prior written approval by the appropriate Monogram, University Identifiers, Unit
Identifiers or Regional Identifiers • appear on UCF official business card,
UCF department may UCF Trademarks be used to promote events with UCF partners
letterhead, envelope, namebadge, FAX
with an official relationship with the university. Outside parties may only use UCF • appear on any single-page, printed piece
cover sheet, and memo pad
Trademarks if prior written approval has been obtained from UCF Marketing, UCF’s or the front cover of any multipage
General Counsel’s Office, UCF Athletics and/or University Business Services, as printed piece • appear on the first or last slide of an
appropriate. For use of UCF Trademarks by outside parties in conjunction with the electronic slide presentation or on the
• appear in any print ad or employment ad
production or sale of merchandise, please refer to page 16. first or last frame of a video or other
• appear in the header of the home page multimedia presentation
8 of a Web site
Design Information Specifications File Formats
All desktop publishing
Print: programs, including Adobe
Color • Gold: PMS 874 (metallic gold), gold foil or InDesign, Adobe Illustrator,
C: 30%, M: 40%, Y: 60%, K: 25% Adobe Pagemaker, Corel Draw,
The official colors of UCF—black and gold—are as much a part of our identity as the Microsoft Excel, Microsoft
NOTE: Metallic effect is only produced on coated stock. CMYK
Pegasus. Color management is a key component of any successful brand, but precise conversion will not match spot color, can look brown or greenish. Publisher, Microsoft Word,
color management is difficult across varying media. The color gold can be particularly and QuarkXPress are able to
•G
 old: PMS 7406 (non-metallic gold), or open a particular group of
difficult to translate with consistency.
C: 0%, M: 21%, Y: 100%, K: 0% file formats. The following is a
Great for newsprint, billboards, or anywhere maximum list of software programs and
PMS 874, UCF metallic PMS 7406 works visibility and contrast are desired. graphic formats that repro-
gold, has a reflective sheen best where visibility, • Black: PANTONE or process black duce UCF trademarks at the
meant to mimic the look contrast and budget are highest quality level possible.
of metal and reproduces priorities. PMS 7406 is Web, Video, Television, Multimedia
and Electronic Slide Presentations: PRINT USE
most accurately on not significantly affected
coated (or “glossy”) by paper choice, as • Gold: CC9900 or FFC904 Hex or R: 204, G: 153, B: 0 Adobe InDesign
paper. Metallic inks are made of varnish, other options may be, and is also very • Black: 000000 Hex or R: 0, G: 0, B: 0 • Preferred: EPS, AI
pigments, and metal dust or flakes. An similar to its process equivalent (100Y • Other: TIF, GIF, JPG
Embroidered Merchandise:
overprint of gloss varnish or aqueous 21M). It reproduces well in newsprint Adobe Illustrator
• Gold: Madeira thread #1255 or #1070 (alternate)
coating is also generally recommended to and magazines and is highly visible on
• Black: Madeira thread #1001 • Preferred: EPS, AI
protect the metal flakes from flaking off billboards and the Web. PMS 7406 is not
of pieces that will be used and re-used. In appropriate for Presidential materials, • White: Madeira thread #1000 • Other: TIF, GIF, JPG
fact, because the metallic effect cannot prestige pieces, letterhead and business Microsoft Excel
Pegasus:
be reproduced on uncoated (or “dull”) cards, or formal announcements. PMS • Preferred: TIF, GIF
• Preferred color: Gold
paper, cannot be matched in effect or hue 7406 should only be used in situations • Other: JPG
in process (CMYK) form, and increases appropriate to the content, context, • Options: Black or White (not off-white)
Microsoft Publisher**
printing costs, a non-metallic alternative budget and intended use of a piece. • Can be blind embossed or embossed with gold foil
is available. with permission from University Marketing • Preferred: EPS
• No color modifications • Other: TIF, GIF, JPG
• Do not use color options on a similar background Microsoft Word**
Typography (such as gold Pegasus on goldenrod paper stock). • Preferred: TIF, GIF
The typeface in the primary UCF marks is Americana (UCF owns a university- • Other: JPG
Design Considerations:
wide license, contact UCF Marketing for a copy of the font). It is not necessary nor • Although black and gold are the university’s official Corel Draw
recommended to use Americana for supporting type and copy. In fact it is generally colors, communication products can be designed in • Preferred: TIF, GIF
preferable to use contrasting styles. any color appropriate for the concept. • Other: JPG
For the Stands For Opportunity campaign, UCF Marketing uses Gotham (available at •D
 uring the design process, be aware that certain color QuarkXPress
www.typography.com) and Caslon (available at Adobe.com), though any easy to read combinations (such as orange and blue) are the official • Preferred: EPS, AI
and appropriate font is acceptable. colors of other state universities.
• Other: TIF, GIF, JPG
•A
 ny appropriate font can be used in communication ** M
 icrosoft Word & Publisher
products (with the exception of official UCF designs). are not generally used for

Americana •A
 void placing the logo on textured or patterned
backgrounds.
professinal printing

ELECTRONIC USE
•P
 rovide sufficient empty space around and between
• Preferred: TIF, GIF
HTF Gotham trademarks and other design elements on a page. The
recommended minimum distance is approximately half • Other: JPG
the width of the trademark. UCF trademarks should WEB USE

Adobe Caslon appear as distinct units independent from other design

elements on a page.
•
•
Graphics: GIF
Picture: JPG
•F
 or proper printing, images should be at at least 300
• Other: PNG
dpi at 100% size. Images taken from the web are 72dpi
and are not appropriate for printing. • Do not use: TIF, EPS
10 11
The Basics: What Not To Do
5. Don’t add computer
glows or “embosses”
to the Pegasus.

There are several Graphic Standards

1. violations on this page, beginning with

2. Don’t
this text (Don’t write over the Pegasus). mix the Pegasus
See how many you can find... with the Athletic marks.

3. Don’t flip the Pegasus.

4. Don’t bleed the

Pegasus off the page.

6. Don’t squish the Pegasus.

7. Don’t make the Pegasus part of

a larger illustration or graphic.

W W!
8. Don’t use the Pegasus as a decorative border.
12 13
Frequently Asked Questions Design 101
Why can’t I have my own logo?
The university has one logo, the Pegasus. After 40 years it has Good design is hard work. Having the latest graphic design program no more makes
accrued substantial equity in the region (people recognize it and one a designer than having a typewriter makes one William Faulkner. Recognize when
associate it with UCF). When colleges, units and departments you need professional assistance.
develop their own marks, the overall impact of both symbols is If there is a cardinal commandment for design it is:
diluted as they now compete with each other.
Often clients will suggest they are merely attempting to
differentiate themselves from other departments on campus, but
this is a misreading of how graphic identity works. In the public
mind, UCF is one entity, in competition with other universities
like UF, Rollins, USF, etc., for resources and allegiance. Asking the
Thou Shalt Not Bore.
public to associate UCF not only with the Pegasus, but with several
additional marks as well, only serves to confuse our audience.
The net effect of competing UCF “logos” is weaker overall visual
identification, not stronger. One logo means we all receive positive
benefits when one unit succeeds. Also be careful not to confuse adherence to Graphic Standards with good design.
Before beginning a project, ask yourself ‘Who is my audience?’ The most common
design mistake among clients is confusing audience tastes and perspectives with
How do I differentiate my group? one’s own. That is rarely the case. Who are you competing with? Your audience faces
Through design and good copy writing. The Pegasus merely more choices and have busier lives than ever before. Cutting through the clutter is
connects your group to the larger shared advantage and value essential, and good design does that.
of the UCF brand. But the consistent application of solid design
principles to your group’s unique communication materials will
distinguish you from the competition in your audience’s eyes. The
key is identifying that audience and competition correctly so your Most Important Brand Communication Vehicles
materials are hitting their mark. For examples of how this can be
• Word-of-mouth
done, visit www.umark.ucf.edu.
• Web and interactive
Can I use the Pegasus to promote my business or group? • Customer service
Use of the Pegasus is limited to the university and those entities
with formal partnership with UCF, and the latter only with prior • Public relations
written approval by UCF Marketing, as determined on a case by • Print advertising
case basis. We obviously have a great interest in where and how the
Pegasus is used, as it implies the endorsement by UCF. • Internal communications
• Corporate communications
• Promotional events
• Co-marketing
• Community and affinity groups
• Direct mail
• Sponsorships
Design for action, not decoration.
Good graphic design can be a • Broadcast advertising
difference-maker. But have a • Packaging and point-of-purchase displays
purpose. And measure it. Your
materials do not need to look the • Outdoor advertising
same, but they must feel the same:
high quality, and professional.

14 15
Other Issues UCF Marketing
UCF Intercollegiate Athletics Trademarks What We Do
UCF Marketing is a full-service integrated communications and marketing
Use of UCF Athletics trademarks is restricted to UCF Athletics.
department whose staff is composed of award-winning graphic design and
• Cannot be used to represent UCF as a university
copywriting professionals with more than 100 years of combined experience.
• Cannot be used to represent an academic or administrative unit
• Cannot be used in conjunction with the Pegasus, Wordmark, Monogram, University Objectives
Identifiers, Unit Identifiers, or Regional Identifiers
• Manage UCF’s brand identity
Authorized UCF Trademark Users May Use UCF Intercollegiate Athletics • Improve the quality and consistency of marketing initiatives
Trademarks if they: • Consolidate, clarify and coordinate university-wide marketing efforts
• Secure permission from UCF Athletics in writing prior to using the • Increase visibility and reputation by expanding and promoting UCF’s strengths
UCF Athletics trademarks in official UCF print or electronic media.
• Upgrade research and intelligence-gathering sources and methods
• UCF Athletics trademarks cannot be used for personal business.
Scope of Work
How to Obtain UCF Intercollegiate Athletics Trademarks • Consultation, marketing strategy and planning
UCF Athletics trademarks can be obtained for approved purposes by contacting
• Project planning, estimating and coordination
Athletics at 407-823-4257.
• Concept development and graphic design
• Support brand identity incorporation and consistency
UCF Merchandise • Web site design and development
Permission to produce or sell clothing or other merchandise that incorporates UCF’s • Writing and editorial services
name, trademark(s) or logo(s) must be secured in advance in writing from each of
• Print production, planning, print and media buying
the following departments:
• Mailing and fulfillment
• University trademarks: both Business Services and UCF Marketing
• Athletics trademarks: b
 oth Business Services and UCF Athletics Types of Work
UCF retains all rights to all articles of clothing and other merchandise that represent or promote Advertising, Brochures, Events, Publications, Promotions, Research, Catalogs,
the university or a unit of the university. Only UCF approved vendors can produce or sell such Trade Shows, Direct Mail, Web sites, e-blasts, Presentation Materials and more.
merchandise (Contact Business Services for the current list of approved merchandise vendors).
Individuals and companies producing or selling UCF clothing or merchandise without permission
are subject to prosecution.
universitymarketing.ucf.edu
Freelancers
It is the responsibility of each authorized UCF employee contracting with printers,
designers, graphic artists, photographers, merchandisers and Web designers to
inform them of the university’s Graphic Standards and to make certain that the
standards are applied to the materials being produced.

16 17